20th anniversary Harry Potter in The Netherlands

20th anniversary Harry Potter in The Netherlands

JK Rowling’s Harry Potter books have been read by generation onto generation. In honour of the twentieth anniversary of the Dutch Harry potter books, publisher De Harmonie & Store for Brands opened a Harry Potter pop-up store in Hoog Catharijne in Utrecht. We gave visitors the opportunity to step into magical world of the Harry Potter book series. Other then the great experience, there are lots of collectors’ items on display and for sale.

The World premiere of the Harry Potter Mirror Coin
Additionally, Warner Bros and The Royal Dutch Munt collaborated to create a unique collectors item. The Harry Potter Mirror coin world premier took place in the Harry Potter pop-up store in Utrecht. Invited to this event where lots of influencers, press and fans. The event was kicked off by an enchanting play from professional pianist Wibi Soerjadi.

The mirror coin was revealed by the mayor of Utrecht, Wibi Soerjadi and The Royal Dutch Mint. Wonderstruck by the ability of the mirror coin many stood in line to pre order the Harry Potter Mirror Coin.

Results
Both the opening of the store and the World premiere of the Mirror Coin generated lots of coverage by the traditional press, over 30 articles by the biggest outlets of the Netherlands have been written. Earned attention via special interest, mainstream and entertainment media (from AD, NU.nl, Glamour, RTL Nieuws, Trouw, Linda, EditieNL, Hart van Nederland, to Telegraaf and Metro) and via influencer and community output.